Marketing Insight for Master-Planned Communities

Survey Reveals Top Lead Sources for Real Estate Prospects in 2015

Survey Reveals Top Lead Sources for Real Estate Prospects in 2015

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Marketing execs specializing in master-planned communities anticipate their own community’s website will generate the most sales leads for them in 2015.

A whopping 47% expect “My Community’s Website” to be the Top Lead Source for the year ahead. In 2014’s survey, “My Community’s Website” tied with “Property Owner Referrals” at just 35% for the Top Lead Source marketers had expected that year.

Other Findings:

  • Google Adwords gained attention from community marketing executives. Twenty percent expect Google Adwords to be a Top Lead Source in 2015. In 2014, less than 8% of those surveyed expected Google Adwords to be their Top Lead Source
  • One of every three marketing pros listed “Paid Placement on Other Websites” as a Good Lead Source, up slightly from 2014’s survey (30% in 2014 and 33% in 2015).
  • Confidence that Local Realtor/Brokers would be a Top Lead Source in the year ahead dropped from 32% in 2014 to just 24% in 2015.

The survey was conducted by and data for both years is shown below:


Community Sales & Marketing News welcomes a dialogue about what efforts will bring you the best leads for your community in 2015. Please add your comments below.

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  • Ron Kurtz says:

    Ref: Survey Reveals Top Lead Sources for Real Estate Prospects in 2015

    I was very surprised to see the low level of enthusiasm for direct mail as a source of leads. With the right list, which is some times easier said than done, an attractive offer, and a clear and persuasive message, direct mail can be very effective and cost efficient. In fact, there is some credible research showing that social media is much less effective than email, which is less effective than organic search and direct mail.

    An investment in postage heavy and expensive promotional material is not necessary. A good letter on nice stationary with a QR icon leading to the property’s website can be very effective.

    • Editor Editor says:

      Thanks for the comment, Ron. I agree that direct mail can be targeted and effective. The emergence of social media has certainly dominated advertising trends in recent years, but traditional ways of reaching people do not entirely disappear. I also think that every sales lead is not created equal. Some are of higher quality than others. Seems like CRM systems count leads quantitatively but not always qualitatively. For a community marketer, thousands of Facebook follows do not always result in sales, thus the ROI can be a moving target. It is quite possible that lower budgets is driving some of the decline in direct mail as people play with social media.

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